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Starbucks Verismo Creates Premium Sector in Single Serve Coffee

On October 15, Starbucks launched the Verismo single serve coffee machine, one of the first single serve machines to make both brewed coffee and espresso type drinks. Jonas Feliciano, Beverages Research Analyst at Euromonitor, says that the launch, which comes just in time for the winter holidays, will not saturate the market as some analysts expect. Instead, it will create a premium sector in the single serve coffee market that did not previously exist.